This Bra Company CEO Requires Male Staffers to Wear Fake Boobs

The men who work at PrimaDonna, a European lingerie company, have a pretty sweet gig: They develop lingerie and bras for larger-cup women, and then get to the see the results on the curvaceous models in the ads and posters that line the office walls on a daily basis.

But if you're wondering how a man could ever truly understand how to design the perfect bra without knowing what it's like to wear one, we're right there with you—and so is CEO Ignace Van Doorselaere. While the company has gone to great lengths to understand customers' needs, Ignace knows that it's not enough.

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An E-cup, for instance, is around 2.2 to 3.5 pounds per breast, according to Bored Panda. So that's almost 7 pounds strapped around your chest all day, every day, meaning you're bound to experience some back pain and bra discomfort. No survey or focus group can fully capture what that feels like. So Ignace decided to implement "International E-Cup Day for Men."

"There is only one way for a man to realize what an E-cup feels like, and that is having an E-cup," he said. As part of E-Cup Day, every male on the PrimaDonna staff has to wear fake breasts in the form of weights around their chest. It didn't take long for the men to start feeling the effects on their backs and necks. (Welcome to the club, boys.) After a day of wearing the weights, the men now say they have a deeper understanding of how important a good bra is. "Good support is important. Everybody at PrimaDonna knows that now," said Ignace.

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See more on what the employees thought of their day in a woman's shoes (lingerie?) in the video below: